Beer In Ads #137: Anheuser-Busch’s Custer’s Last Fight

Friday’s ad is the oldest piece of American breweriana known to exist. It was a poster created by Anheuser-Busch, who commissioned the original painting, Custer’s Last Fight, which was painted by Cassilly Adams in 1884. A lithograph was then prepared by F. Otto Becker in 1889. It was distributed as an advertising poster by Anheuser-Busch. It has since become one of the “most famous views of of the Battle of the Little Bighorn, referred by Indians as the Battle of Greasy Grass.”

Today is the anniversary of the beginning of the Battle of Little Bighorn, which has become famous as Custer’s Last Stand. It began on June 25, 1876 and ended the following day.

According to one history website, Indian Wars — Wyoming Tales and Trails, “it is, however, best charitably described as fanciful. The Indians’ attire is in error; Custer’s hair is in error, he had it closely shorn before leaving Ft. Abraham Lincoln; he is wearing a red scarf; and, perhaps most importantly, the battle is being fought on the wrong side of the river.”

As possibly the very first piece of breweriana, an original will set you back a pretty penny, at least from $1,699 to $2,250. One of the eBay sellers includes the following information about the lithograph:

Measures approx. 32 ” X 42″across Great colored lithograph depicting the grisly battle between General Custer’s troops and Indian warriors at Little Big Horn. Custer is featured at center waving a saber and dressed in fringed buckskin. The remaining cavalry officers (except for his brother Tom) are dressed in military uniform. Indians are armed with scalping knives, tomahawks, clubs, spears and rifles. Dead of both parties appear in foreground, with several being identified in the bottom margin as Courier from Sitting Bull, Squaw Killing wounded, Rain In the face and the Sioux Warrior who killed Custer. Custer’s medals and banners are in lower left margin. Mounted Indian poses beside a monument in lower right margin. In the small margin directly under the picture it is marked Entered According To Act Of Congress By Adolphus Busch march 30th 1896 In The office of The Librarian Of Congress At Washington, D.C. In the lower center portion it is marked The Original Painting has been Presented to the Seventh Regiment U.S. Cavalry By Anheuser Busch Brewing Association, St. Louis, Mo. U.S.A.

Comments

That reminds me of a joke that I heard in the late 60’s about a commissioned mural on Custer’s Last Stand. At its unveiling, the historical society LOL’s (little old ladies) were aghast at seeing haloed catfish in the air above the river, & Indian couples copulating on the riverbank, to which the artist replied, “Imagine Custer saying to his soldiers after what they saw on arrival: ‘Holy jumping catfish, look at all those f’ing Indians!’ “

I heard that joke in the late 40’s. A few years ago a friend showed me a painting of a soldier standing on a river bank, sword in hand glaring into the sky Above him were the words “soliloquy at little big horn”. Below the words is a fish with a halo above it. Across the river in the back ground is a group of Indians who, when viewed closely, are fornicating.
The artist signed it C X C for spex( or c not sure). The artist is Charles X. Carlson, a very prolific artist having painted over 15,000 works. The for spec( or x not sure) makes me wonder if the painting is for submission to a judging of many artists prior to awarding the commission to do the mural.
I recently bought a copy? of Custer’s last fight to accompany the Custer’s last thought painting.(google it on the web)
Have last thought over the toilet in my lavatory, and the last fight on wall outside lavatoty.
More of the Best,& Less of the Rest.
Bill

I have a Custer’s Last Fight…Anheuser Bush Brewing Association in excellent condition. It is framed in a gold leaf frame. I am selling a few of my paintings/lithographs. If you are interested I can be reached at
406–248-2652 in Billings, Montana.
Zack Belcher
541 Avenue C
Billings, Montana 59102

I saw some comments but thjere are hundres of paper prints and few genuine lithograph copies, prints are not worth much but if you could find a origional copy of the first lithograph it would be worth something.The origional oil painting burned, in the seventh calvery barracks.

Is there any possibility. That the original could of survived the fire because I have one mounted on a piece of what looks like plywood. Its been in fire . the wood its on has some kind of laquer. And strange carvings .I would really like more info if possible. Thankyou

I have one of
CUSTER’S LAST FIGHT by Otto Becker.
One of the most famous pictures in America,
thanks to widespread promotion by Anheuser-Busch
42 3/8 x 33 in./107.6 x 84 cm
This a 1998 San Franisco distributions convention lithro in excellent condition. Framed in an awesome rustic frame offset this wonderful art

Does anyone know if this original print is on carboard type material? I have it too but even the frame is cardboard. Ist that correct? I am trying to figure out the value as it was damaged in our recent flooding.

M. Wolf: I had an original from a beer hall when I was a young boy, and yes, the print is on cardboard and the frame is cardboard as well. The whole print (including the frame) was obviously printed on one flat sheet of high grade hard cardboard and the frame was “pushed out” of the print edges and formed the raised frame around the print.
I would like to have another one for “old times sake” but don’t think I can afford it.

J D Mayer – I have beautiful copy in perfect condition. It is in a wood frame (appears to be oak). Has a brass plaque at the bottom mentioning AB brewing co and August A Bucsh and year 1952. Also have Attack on the Overland Stage in wood frame.If you or anyone is interested, they are both for sale. Thanx DV

The Custer Battlefield museum in Garry Owen, Montana has a limited edition reprint that I had framed and on display in my home.
I have loved this image ever since I saw it in a bar in St. Joseph, Missouri when I was a child.

I also have the one with no ad at the bottom. Size 24×37,
wood frame 29 5/8 x 42 5/8.
Sign at bottom says “CUSTER’S LAST FIGHT” but is
not brass, appears to be a fibre or hard cardboard.
Very old but vivid colors, probably printed on paper by litho,
laminated to cardboard. Need more info on origin. Thanks.

I recently had one of these in cardboard (all in one piece) which I bought for $65.00 still in shrink wrap. You can probably see 1952 copyright date. I am interested in one
in a frame. Please reply. I Need history if nothing else.

Hi,Do you know where I might beable to buy one of the Last Stand too?My grandpa had one in his bar in Lodi,Calif in the 60’s and I would always look at it and study it when I was a kid.Let me know would love to buy one.Thanks Mike Peters

There you will find Edward Samuel Paxson’s “Custer’s Last Stand” Print for $29.95. Just click on “Prints”in upper left hand box of the Custer Battlefield Museum in Garryown, MT.
Do it quick as there is a rumor that store will close in August. Hope that helps.

I have an original lithograph in what appears to be an original frame! Any idea on what current value would be? It was appraised in 1985 for $12,000, papers are in hand!

“Custer’s Last Fight”
Measures approx. 32 ” X 42″across Great colored lithograph depicting the grisly battle between General Custer’s troops and Indian warriors at Little Big Horn. Custer is featured at center waving a saber and dressed in fringed buckskin. The remaining cavalry officers (except for his brother Tom) are dressed in military uniform. Indians are armed with scalping knives, tomahawks, clubs, spears and rifles. Dead of both parties appear in foreground, with several being identified in the bottom margin as Courier from Sitting Bull, Squaw Killing wounded, Rain In the face and the Sioux Warrior who killed Custer. Custer’s medals and banners are in lower left margin. Mounted Indian poses beside a monument in lower right margin. In the small margin directly under the picture it is marked Entered According To Act Of Congress By Adolphus Busch march 30th 1896 In The office of The Librarian Of Congress At Washington, D.C.

I have a Custer’s Last Fight lithograph with wood frame. It lools more like the second one from the top on this page. Is there anyone who can appraise mine and tell me the best place to sell it. I can send pics. Your reply is appreciated.

Well, I’m sort of confused. We have a copy (?), that I think is old, of this Anheuser Busch Brewing Assoc. poster. I find no copywright date on it, on its face. Lower left-hand corner says, “0-448-59249-9 Manufactured in the U.S.A. Dover Publications, Inc.” . . . with an address in Mineola, NY.

I am searching for an old Anheuser Busch Brewing Poster, which feature members of the 24th Infantry Regiment Combat Team (Buffalo-Soldiers) en-route to the front line during the early days of the Korean war. 1950.

I have one that is definently on canvas and definitely original. It is in a gold colored wood frame. 24×37″ plus frame.There is a small caption on the back although the paper is falling apart. It reads something like “reproductions of this famous painting have been created by the Simmons-Sisler company St.Louis masters of colour craftsmanship. This picture has been treated with high gloss varnish. To preserve this picture and keep it clean, wipe it thouroughly with a dry rag periodically. Anheuser-Busch inc. St Louis, MO”

AND HE TURNED IT DOWN??? Think about it, how many times in your life are you offered 100K? For a frikkin’ picture. It ain’t the Mona Lisa. So it’s been in the bank for 22 years, collecting dust instead of interest. What is the value of this litho? I could see turning it down if the value is way higher. I have one that my Dad gave me when I was 6 (I’m 56 now) It’s probably the Budwieser advertisement from 1952, not in perfect shape, but it’s all there. Perfect mancave fodder. Any reasonable offers and it’s GONE.

Mine is in a wood frame witht metal Logo for Budwieser.
This famous painting has been reproduced through the courtesy of
ANHEUSER-BUSCH, INC. ands MR. AUGUST A. BUSCH, JR. Saint Louis, Missouri
For the first time…
Special reproductions of this picture may be purchased from Simmons-
Sisler Co.. Inc., 4127 Forest Park Blvd., St. Louis 8, Mo. Simmons- sisler Co., Inc. have been granted the exclusive right to reproduce and sell copies of this painting to individuals for personal use.

This Picture treated with high gloss varnish. To Preserve this Picture and keep it clean, wipe thoroughly with dry rag periodically
Anheuser-Busch, Inc.
St. Louis, Missouri

I had one of the AB lithographs mounted on canvas of custers last stand as well as another with a stagecoach in it .Unfortunately they were damaged. One must have fallen on something because it has holes in it. The other was scratched and you can see the canvas it is laminated on. I remember looking at these forever as a child, I just loved them. I know they are at least 65 yrs old . If I still have them, does anyone know if they can be repaired? With current DR. bills it would be great if it were reasonably priced too. thanks Jack

I had the big one bought about 30 years ago..it was framed in a wooden frame thas was carved.. the carving looked like hopps’
anyone ever hear of that….30 years ago it cost me appox 500.00
should i cry now……( northrige earth quake)

I have a Custer’s Last Fight by artist O. Becker laminated on canvas with brass plate. There are some cracks in laminate. Wood frame is in good condition. It came from a Saskatchewan bar in Canada. Any offers?

Where can one get one of these appraised? I found one at an antique store and it looks really old in an old frame and wood back. It doesn’t have the Busch logo or any of that at the bottom so I am hoping it might be an original lithograph. Thanks.
Leslie

I used to visit my Grandpa in the 1940s (he died in 1949). He had one hanging over the bar in his home. Some twenty years later I asked my Grandma if she still had it as I remembered how impressed I was as a kid staring at that while eating the olives from my folk’s martinis (she had moved into a smaller home). She had it and gave it to me. I think it is the original. It is mounted in a carved wooden frame that measures about 36″x 48″. The picture itself is slightly bowed so it fits loose in the frame. Anyone know who could restore it (i.e., getting to set flat to sit properly in the frame). Thanks

I have a Custer Last Fight Litho with original wood frame, very cool to look at, has condition issues and is fair to good condition. It came out of a old saloon here in Montana,actually not all that far where that battle took place.It is still talked about here as though it was not long ago, the battlefield is a strange place to visit. Back to the print, it is aprox 32×42 it has a beautiful gold colored frame with much detail on it , make me an offer i cant refuse, it is not museum quality and looks like it came out of a saloon in Montana.It is a conversation piece for any home or office. thanks Dave

I have an original litho custers last fight print mounted in gilt gesso frame with original glass said to have been located originally in oldest bar in fall city nebraska . I purchased 30 some years ago. Had appraised 25 years ago with rest of antiques for insurance coverage. appraiser felt he was not qualified to put a current value on this item. i am thinking on selling as wife thinks is too graphic to display in house we are remodeling for retirement. More than anything I would like to get it appraised for the true current market value . thanks for any information, overall size with frame 48×38

I’ve been looking for one of the original framed lithos, so if you’re still trying to sell, I’d be happy to discuss. Feel free to contact me at themarkhorowitz@gmail.com. Send a picture, if you have one. Thanks.

CUSTER’S LAST FIGHT by Otto Becker.
One of the most famous pictures in America,
thanks to widespread promotion by Anheuser-Busch
42 3/8 x 33 in./107.6 x 84 cm
This a 1998 San Franisco distributions convention lithro in excellent condition. Framed in an awesome rustic frame offset this wonderful art

I BELIEVE I HAVE AN ORIGINAL. I THINK IT IS ONE OF THE 150,000 MADE BY ANHEUSER BUSCH IN 1896 . FROM THE MEASUREMENTS, WORDING, DATE OF PRINT, AGEING, I BELIEVE THIS TO BE ORIGINAL. WOULD LKE TO GET AN APPRAISAL.

I have a cardboard production of one of these that was in my grandfather’s tavern. There is no advertising below it.
He owned the tavern in the early 1940’s so it is at least 70 years old.
It is in a small wooden frame.
I am hoping to get some more information on it.

i have a cardboard production of custers last stand by o.becker exactly the same one in uc berkeley bancroft library dont know the value the painting is 24 by 37 inches it came the states somewhere by a tourist who gave it to my late dad about 50 years ago in laronge saskatchewan

As small boys growing up in The Bronx, N.Y. Me and my cousin would
pass by the picture display of Custer’s Last Stand, in a casement window
outside of an Italian restaurant. We would stop and stare at it, pointing
to the different graphics that impressed boys at the ages of 8. The reason this picture means so much to me is that My cousin Tony and I both went to
Viet Nam at the age of 19. He was killed in action and I brought his remains
back home to his heart broken family. I stood guard by his coffin for the entire wake. I returned to Nam and I was shot and came home.
Who ever can give me data, I would greatly appreciate it. Thank you and God Bless!

Hi folks I have an original in original wood frame that I have owned since 1979 and I believe that it was one of the original lithograph copies that was given to Busch dealers ans I bought it from a large night club . if you are interested I will let it go for around >>>>>>>>>>>>>>>>>>>make me an offer cd30success@yahoo.com

This original painting of Custer’s Last Fight, has been in our family for over 80 years and has been kept in immaculate condition, given the time that’s passed. It was appraised in 1980 for $2500, but that paperwork was lost during a move to the west coast. If you’re interested in purchasing it, I will consider any serious offer. Please see the web site link for pics or here:

I have one of the original oil on canvas in the original frame. The oil paintings were commissioned by Anheiser Busch to two artist who painted around 300 or so originals. The originals are valuable, but the prints are not. The photo here on this blog is a print and you can tell this because of the writing at the bottom of the print. The oil paintings do not have that and are signed by the artist.

I have a copy of Custers Last Fight as well as Attack on the Overland Stage (which was also used in a magazine print ad).

Happened to be watching the original Glen Ford ‘3:10 to Yuma’ the other night and it caught my eye, Custers Last Fight is the picture in the background during the bar scene. Shown from a couple angles during the scene.

I have a lithograph of “Fight For the Overland Mail” that my father gave me when I was 5 yrs old. I am now 58. He was in the military stationed in Albuquerque N.M. It is in the original frame. He gave my brother the other lithograph of Custer’s last fight. I would like to know if anyone knows the value of each.

I have one of the original images on canvas “O. Becker” in its cherry wood frame from the plant where it hung. Given to tour guide and gift shop manager in the 1960’s. Does not have the bottom section as is the case of the original 300 commissioned. Just the entire framed image and signature section framed as if an oil painting on stretched canvas. Some mild cracking. No Tears in canvas. Real deal original. Got it from estate sale of A.B. employee. Displays very well. Thanks, Brian. St. Louis.

I have one of the original images on canvas “O. Becker” in its cherry wood frame from the Busch plant here in St. Louis where it hung for 70 years years. Given to tour guide and gift shop manager in the 1960′s. Does not have the bottom section as is the case of the original 300 commissioned. Signed: “O. Becker”Just the entire framed image and signature section framed as if an oil painting on stretched canvas. Some mild cracking. No Tears in canvas. Real deal original. Got it from estate sale of A.B. employee. Displays very well. Thanks, Brian. St. Louis. contact: penceb1@earthlink.net

We have 2 of the original lithograph CUSTER Last Stand pictures with the cardboard frame. One is in very good condition and the other is in fair condition due to a tear at one of the sides. We would like to sell them. Please email karldarlaross@yahoo.com and we can send pictures and discuss further. Thanks.

I have a 30×20 framed lithograph of Custer Last Stand and Overland Stage reproduced by Simmons-Sisler Co Forest Park MO for Anheuser Busch distributors framed by Adler Washington Ave St Louis MO. This lithograph has been in my family for many years. My father and grandfather were both distributors. I would like to know the age and value of these. Thanks Robert

A point of correction. The first lithographic art prints – promotional breweriana were produced in the 1870s, especially large images of the brewery sites. My family processes an image of the ” Greenway’s Brewing & Malting Establishment ” of Syracuse, NY that was produced in 1877 by Lithographer: Major & Knapp Engravers & Manufacturers & Lithograph Company, N.Y. [1864 -1879]. Its multicolor 33 x 43 inches image on paper was produced from a painting by Julius C. Laass that was displayed at 1876 Centennial International Exhibition in Philadelphia, PA. There are also monochrome lithographic images of Ameriican breweries that were produced in the 1870s.

My mother had one that had gotten scortched I would come home after school and look at it ,it was hidden behind the refrigerator I was about 12 years old I have thought of it often. I might be interested in one . teddyiyaya
@aol.com